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Meet the Expert

Meet The Expert

Professor. Shobhana Madhavan will be speaking on
Social Marketing

Using Marketing Principles to Influence Health Behavior on 29th March 2018
between 7.30 a.m - 8.30 a.m at Ganga Hospital

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Social marketing is defined as the application of proven concepts and techniques drawn from the field of marketing to influence behaviors that benefit individuals and communities for social good. Social marketing has been widely used in the field of public health. Some examples of these public health programmes are motivating women to take a mammogram, addressing childhood obesity, preventing HIV/AIDs, and discouraging smoking. The focus of social marketing is on promoting and maintaining favorable behaviors and preventing the adoption of unfavorable behaviors. Social marketing is not social media marketing although social media may be employed as a tool of promotion.

This session will cover the key concepts of social marketing including:

  • Understanding target audience behaviour by using the BCOS model.
  • It will discuss the application of the 4 P’s of marketing (product, price, promotion, and place) to programme design.
  • Cases on HIV/AIDs, childhood obesity, and cervical cancer screening will be presented.

Profile of the Speaker

Professor. Shobhana Madhavan, Associate Professor, Amrita School of Business

Shobhana Madhavan holds a B. E. from Delhi University, PGDM from IIM- Ahmadabad and M. P. S. from Cornell University, USA.

Before joining the Amrita School of Business, she worked for over a decade as an International development consultant in protected areas in countries such as Madagascar, Vietnam, and Laos.

She has been a consultant for WWF-Indochina, Asian Development Bank, Cornell Institute of Food, Agricultural and Development (CIIFAD), and GFA Terra Systems-Germany. Her areas of expertise include impact assessment, project design, cross-cultural management and non-profit management. She has worked at the grassroots level in the social development sector in India with the Aga Khan Rural Support Program, Gujarat, and CASAD, Maharashtra. She has fourteen years of teaching experience at Amrita School of Business where she handles courses in cross-cultural management, negotiations, and non-profit management.

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